Repositioning Quotes

To restart a brand, you have to make people forget what it was.

My bag is approaching something and taking it to another place. Like words-you take a word and by the time you've finished with it, you milk it and you go through the emotion of what it is, what it means there and then.

Everybody's going through changes. No one knows what's going on. Everybody changes places, but the world still carries on.

There is no shame in strategic retreat if it lets you remain strong enough to go after the enemy later.

Changing course is never easy.

You cannot dig a hole in a different place by digging the same hole deeper

The idea of the U.S. as a corporation is more than a thought experiment. It's a way to reposition our approach to long-term problems. What would U.S.A. Inc. be worth? Who would want to buy its shares?

Our awareness gap and the fuzziness about how people might understand Ulta today is a ripe opportunity for us as we think about going forward. I imagine this is like almost relaunching the brand of Ulta.

We want to create more jobs. We want to qualify more lenders and expand lending markets. But also, I want a very different SBA - it's not your father's SBA. I want to modernize it and reposition it so when people think about jobs, they think about how the Small Business Administration would really be helpful.

Pivoting is not the end of the disruption process, but the beginning of the next leg of your journey.

It could just be a shift on the axis.